Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words mass
and prestige and has been described as "prestige for the
masses".
The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses".[1] Masstige products are defined as "premium but attainable", and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium.
Silverstein and Fiske cite several examples:
Bath and Body Works Lotion that sells for $1.13 per ounce ($0.040/g) versus $0.30 per ounce ($0.011/g).
Pottery Barn housewares that are considered premium but are widely available at attainable price points well below super premium brands.
Kendall-Jackson Wines that entered the market at $5 per bottle versus the standard $2 per bottle.
Porsche Boxster
Several other examples of masstige brand positioning have been proposed by Truon, McColl, and Kitchen[1] include:
BMW 1 Series for $19,000 vs. traditional BMW sedans for $50,000
Armani Jeans for $100 vs. Armani Haute Couture for $900
Tag Heuer Formula 1 for $550 vs. Tag Heuer Link for $4,000
^ abCite error: The named reference Truong et al 2009 was invoked but never defined (see the help page).
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